A very interesting presentation on packaging and consumer research

1. Enhancing packaging innovation with customer satisfaction in mind
Answering the needs of the consumer
CONFIDENTIAL
Arun Prabhu
Commercial Innovation Director, Arla Foods Denmark
23rd May 2013, Pack Innotech – Bangkok, Thailand

2. • Linking consumer and customer needs to packaging design
• Using consumer immersions to get to deep level insight
• Delivering novel solutions through packaging
• Case studies:
• Function: Cravendale
• Design: Lactofree
• Style: Starbucks Iced Coffees
Outline
• Style: Starbucks Iced Coffees

3. Arla Foods: A global dairy leader
These are my views, not necessarily Arla’s

4. Developing new
products,
formulations, line
extensions
Transformational
ChannelPackagingProduct
Developing new
packaging
for existing and
new products
Introducing
existing and new
products into new
to the company
channels; new
routes to market
Growth prospects that
have significant
impact on profit
MarketingRoll-OutCategory Business Model
Creating
combinations of
product and
service offerings in
ways that are
completely new to
the business
Creating newness
at a category
level; Introducing
existing and
new products into
new to the
company
categories
Introducing
products/brands
from elsewhere in
the group/ outside
into new markets
Going beyond
brilliant
advertising and
communications
to find new
consumer need
states, occasions,
usesand relevance
COMMERCIAL
30 April 2013 4
Transitional
Transactional
Creating future growth
Protecting and
maintaining existing
business

5. Manufacturer Customer
Will it grow our business? Will it expand the category/
bring new shoppers in?
What is the challenge?
What is the optimal packaging solution?
ShopperConsumer
Is it superior to what I’m using now? Will it improve my shopping experience?

6. The consumer’s first ’moment of truth’
Source: Adapted from A G Lafley and others

7. The consumer’s second ’moment of truth’
Source: Adapted from A G Lafley and others

8. But… I don’t trust consumers

9. Lies!
I don’t believe these consumers
Source: http://www.ipsos-na.com/download/pr.aspx?id=12481

10. Consumer tends to respond to new concepts
with rear view mirrors
19851979

11. They don’t know what they want
If I’d asked my
customers
what they
wanted, they
would have
said a faster
would have
said a faster
horse
Henry Ford

12. When we were
creating Bailey’s Irish
Cream, the concept
bombed in consumer
research. So we lied to
the board to push the
So it’s best to ignore them!
the board to push the
concept through.
Project Leader

13. Communicate with Prosumers
Prosumer – the 20-30% of consumers who determine
the future success of brands
Prosumer - a new breed of consumer who is more
marketing savvy and demanding
Prosumer - proactive in seeking out information and
opinions; active in sharing their views and
experiences with others; and ahead-of-the-curve in
their attitudes and behaviours
Source: EuroRSCG

14. Prosumers are 2.5 times more
likely to be asked for – and to
offer - their opinions on brands
Prosumers are the most
likely to influence, and
be influenced by others
The average Prosumer
has 5 times the influence
of the average Consumer
Why the Prosumer matters
Prosumers are 2.3 times
more likely to regard
themselves as ‘leaders’
Prosumers are 1.5 times
more likely to pass on their
brand experiences and
points of view
be influenced by others
Source: EuroRSCG

15. A Prosumer by any other name…

16. Thinking
Doing Saying
Prosumer Insight template
VISIBLE: What they did or said
Believing
FeelingINVISIBLE: Why they did or said

17. The Arla Foods challenge:
We’re creating a new category and we don’t have a big budget,
so how do we win at the first moment of truth

18. The in-store challenge:
How do we show we’re different to all the other dairy alternatives

19. The consumer challenge:
How do we attract her attention when she walks past the fixture

20. The Lactofree GRAPHIC DESIGN packaging solution
The design stands out on a
crowded fixture
The name describes the product
The cow icon clearly
depicts that this is
made from cow’s milk

21. The Lactofree GRAPHIC DESIGN packaging solution
Today, the cow icon helps
shoppers easily navigate the
entire range
Launched in Jan 2006, today the
brand is worth €40m+ in the UK
and is also being rolled out in
Denmark and Netherlands

22. The category challenge:
Milk packaging all looks the same. How do we differentiate?
Northern Europe (Fresh)UK
USA Southern Europe, Asia (UHT)

23. The consumer challenge:
I love drinking milk straight from the fridge,
but it’s inconvenient

24. The shopper challenge:
In the UK, milk sold in 1l TetraPak (gable top) is not ”real” milk.
They are dairy alternatives.

25. What dairy manufacturers THINK is the consumer challenge:
People want eco-friendly milk packaging and are willing to pay
more for less convenience
Green Bottle: Launched 2011
A paper bottle made from trees
www.greenbottle.com
JugIt: Launched 2008
Help create 75% less waste
www.jugit.co.uk
Ecolean: Launched c2005
A lighter approach to packaging
www.ecolean.com

26. The Cravendale STRUCTURAL DESIGN packaging solution
Opens up new customer and
channel opportunities
Unique and ownable shape clearly
stands out on shelf
Plastic material places it in familiar
”real” milk territory
Ergonomic neck makes it easy to grip
(for those wanting to grab a chilled
500ml variant opens
new channel and
occasion opportunities
(for those wanting to grab a chilled
one from the fridge)
The UK’s No. 1 dairy leads the
way with consumer needs
based innovation

27. The Starbucks challenge:
How do we give our customers Starbucks moments when they’re
not in our cafes

28. The consumer challenge:
I want to join in the Starbucks culture,
but I’m not a big fan of coffee

29. The Starbucks Discoveries STYLISTIC DESIGN packaging solution
Looks and feels like the
iconic Starbucks coffee cup
Launched in Apr 2010 in UK and
Germany, today the brand is
worth €25m+ and has been
rolled out to more than 15
countries across Europe
Product and packaging designed to
introduce new Starbucks moments to
new and existing Starbucks customers

30. The consumer challenge:
How do I balance the challenges of taking my baby out and about
with me: diapers, feeds, stroller, etc?

31. The Baby&Me Organic CONVENIENCE packaging solution
No need for Mum to carry
sterilised bottles + cartons of
milk + scissors to open carton
”All-in-one” solution combines milk
and sterilised nipple

32. But…
the competition beat us to the market

33. You may have the best
ideas in the world.
But they’re of limited
value if they stay
inside your
Closing Thought
inside your
organisation.
Get them in front of
your customer before
your competitor does

34. AFRIS. AsianFoodRegulationInformationService.
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